Resonate Personal Values Introduction to Resonates Personal Values

Resonate Personal Values

Introduction to Resonate’s Personal Values We have 19 personal values in the platform from the work of social psychologist Shalom Schwartz. This personal value structure has been found to be cross-culturally stable and has been proven to be consistent with purchase outcomes. There are 4 subcategories, with values in each. • Openness to Change • Pleasure - Enjoying Life’s Pleasures • Creativity - Freedom to be Creative • Independence - Freedom to Determine Actions • Stimulation - Life Full of Excitement, Novelties and Challenges • Self-enhancement • Influence - Acquiring wealth and influence • Authority - Being in charge and directing people • Reputation - Maintaining a good public image • Achievement - Show abilities and be admired • Conservation • Conformity - Avoiding upsetting or harming people • Tradition - Maintaining traditions • Duty - Obeying laws and fulfilling obligations • Security - Safety in community and nation • Safety - Safety in oneself and family • Self-transcendence • Tolerance - Acceptance of those who are different • Humility - Being humble • Dependability - Being reliable and trustworthy • Caring - Caring for family/friends • Nature - Caring for nature • Equality - Everyone treated equally © Resonate. All rights reserved. Proprietary & Confidential. resonate. com 2

The Meaning of Each Quadrant Personal Values In Depth Glossary • Openness to Change: Audiences with personal values in this quadrant may be, or may desire to be, open to change and willing to consider novel experiences and fresh ideas. They may seek personal growth rather than self-protection and the avoidance of anxiety. They may have a personal (self) focus rather than a social (others) focus. • Self-enhancement: Audiences with personal values in this quadrant may, or may desire to, prioritize their own interests above those of others. They may seek self-protection and the avoidance of anxiety rather than personal growth. They may have a personal (self) focus rather than a social (others) focus. • Conservation: Audiences with personal values in this quadrant may, or may desire to, emphasize social order and stability, together with safety. They may seek self-protection and the avoidance of anxiety rather than personal growth. They may have a social (others) focus rather than a personal (self) focus. • Self-transcendence: Audiences with personal values in this quadrant may, or may desire to, rise above their own interests and emphasize those of others. They may seek personal growth rather than self-protection and the avoidance of anxiety. They may have a social (others) focus rather than a personal (self) focus. © Resonate. All rights reserved. Proprietary & Confidential. resonate. com 3

Openness to Change Quadrant Nbr Value Category Description Statements 1 Creativity (Self. Direction-Thought) Openness to Change Freedom to cultivate one’s own ideas and abilities – creativity, imagination, curious, interested. Being creative is important to him Important to him to form his own opinions and have original ideas Learning things for himself nad improving his abilities is important to him. 2 Independence (Self. Direction- Action) Openness to Change Freedom to determine one’s own actions – choosing own goals and purposes, independent, self-reliant Important to him to make his own decisions about life Doing everything independently is important Freedom to choose what he does 3 Stimulation Openness to Change Excitement, novelty and change. An exciting life, stimulating experiences, a varied life, novelty and change, seeking adventure He is always looking for different kinds of things to do Excitement in life is important All sorts of new experiences 4 Pleasure Openness to Change/Self Enhancement Pleasure and sensuous gratification Having a good time is important to him Enjoying life’s pleasures is important to him Takes advantage of every opportunity to have fun © Resonate. All rights reserved. Proprietary & Confidential. resonate. com 4

Self-Enhancement Quadrant Nbr Value Category Description Statements 5 Achievement Self-Enhancement Success According to social standards – have people admire, impress others, ambitious, getting ahead Power through exercising control over people – social power, control over others, right to command Power through control of material and social resources – wealth, material possessions Security and power through maintaining one’s public image and avoiding humiliation – social recognition, respect, preserving public image 6 7 8 Authority (Power. Dominance) Self-Enhancement Influence (Powerresource) Self-Enhancement Reputation (Face) Self-Enhancement/ Conservation He thinks it is important to be ambitious Being very successful is important Wants people to admire his achievements He wants people to do what he says It is important to him to be the most influential person in group It is important to im to be the one who tells others what to do Have the feeling of power tha money can bring is important Being wealthy is important He pursues high status and power Important to him that no one should ever shame him Protecting his public image is important to him He wants people always to treat him with respect and dignity © Resonate. All rights reserved. Proprietary & Confidential. resonate. com 5

Conservation Quadrant Nbr Value Category Description Statements 9 Safety (Security. Personal) Conservation Safety in one’s immediate environment – personal He avoids anything that might endanger his safety His personal security is extremely important Important to him to live in secure surroundings 10 Security (Securitysocietal) Conservation Safety and stability in the wider society – national security, nation safe from enemies, social order Important to him that his country protects itself against threats He wants the state to be strong to defend its citizens 11 Tradition Conservation Maintaining and preserving cultural, family, or religious traditions – respect tradition, preserve customs, hold religious faith Important to him to maintain traditional values/beliefs Following his family’s customs is important to him Strongly practices traditional values of his culture. 12 Duty (Conformity. Rules) Conservation Compliance with rules, laws, and formal obligations – self-discipline, obedient, meets obligations Believes he should always do what people in authority say Important to him to follow rules even when no one is watching Obeying all laws is important to him 13 Conformity (Conformity – Interpersonal) Conservation Avoidance of upsetting or harming other people – politeness, honor parents, show respect Important to him to avoid upsetting other people Important never to be annoying to anyone Tries to be tactful and avoid irritating people © Resonate. All rights reserved. Proprietary & Confidential. resonate. com 6

Self-Transcendence Quadrant Nbr Value Category Description Statements 14 Humility Conservation/ Self. Transcendence Recognizing one’s insignificance in the larger shceme of things – humble, modest, self-effacing, submitting to life’s circumstances He tries not to draw attention to himself Important to him to be humble Important to him to be satisfied with what he has 15 Caring (Benevolence. Caring) Self Transcendence Devotion to the welfare of ingroup members – helpful, working for others, genuine, forgiving Important to him to help the people dear to him Caring for the well being of people he is close to is important Tries to always be responsive to the needs of family and friends 16 Dependability (Benevolence. Dependability) Self. Transcendence Being a reliable and trustworthy member of the group – Responsible, dependable, loyal Important to him to be loyal to those who are close to him Goes out of his way to be dependable and trustworthy friend 17 Equality (Universalism. Concern) Self. Transcendence Commitment to equality and justice, protection for all people – social justice, world at peace Protecting society’s weak and vulnerable members is important to him Important that every person in the world have equal opportunities in life Everyone to be treated justly, even people he doesn’t know Preservation of the natural environment – unity with nature, world beauty 18 Nature (Universalismnature) Self. Transcendence 19 Tolerance (Universalismtolerance) Self. Acceptance and understanding of those Transcendence/ who are different from me – Openness to Broadminded, tolerant, wisdom Change Strongly believes that he should care for nature Important to him to work against threats to the world of nature Protecting the natural environment from destruction or pollution is important to him He works to promote harmony and peace among diverse groups Important to him to listen to people who are different from him Even when he disagrees with people, it is important to him to understand them. © Resonate. All rights reserved. Proprietary & Confidential. resonate. com 7